健身平台 ClassPass 重启线上直播健身，以应对全球疫情升级

ClassPass是一个整合的健身平台，通过与线下健身工作室合作，连接健身用户。用户订阅 ClassPass 的会员服务，即可使用积分兑换合作的健身工作室课程。

公司设立了一个系统，从昨天开始，与 ClassPass 合作的各家健身工作室可以在平台上线自己的课程，自主设定课程的价格、日期和时长。ClassPass 所做的事情和 Keep 上线的健身课表很像，没有搭建自己的直播平台，而是与外部的直播平台合作，进行链接跳转，比如 Instagram Live、Facebook Live、YouTube、Twitch 等。

ClassPass 的 CEO 弗里茨·兰曼（Fritz Lanman）称，公司先后完成共计 5 亿美元的融资，足以应对这次疫情风暴。然而，ClassPass 的成功取决于与其合作的 30000 家线下的健身工作室的盈利状况，而目前受疫情影响，分布在 30 个国家的占比达 90% 的工作室均暂时关闭了门店。

借助这次产品上线，这些健身房有机会继续向市场提供实时直播，满足用户在家锻炼的需求。与此同时，家庭健身的需求也在激增。

直到 6 月 1 日，ClassPass 才会开始从直播课程中收费，目前这些直播课程的收入，100% 将归合作的健身工作室所有。

事实上，这不是 ClassPass 的直播首秀，公司曾于 2018 年 3 月推出了直播视频服务 ClassPass Live。彼时，ClassPass 在布鲁克林成立了一家完整的直播间，投入一笔巨资用于该业务的推进。而且，顾名思义，要使用直播内容，用户还需要付费订阅，订阅用户会获得一个心率检测器，一边用户追踪自己的运动表现。

后来由于公司业务战略的调整，将全球扩张和企业业务的优先级提升，试水的 ClassPass Live 直播业务最终关停。但彼时产生的大量健身视频（包括音频和视频）仍保留在 App 上，供用户在家按需锻炼。

现在，当健身工作室纷纷暂停营业，用户登录 ClassPass 应用程序，可以免费使用这些视频和音频进行锻炼。而来自平台合作的工作室自行上传的健身视频内容，ClassPass 用户则需要使用 App 内的积分来购买这些课程。由于冠状病毒的持续，人们一直呆在家里，现有的 ClassPass 用户原有的积分也会延期有效。

到目前为止，已经有 500 个工作室开始提供直播健身锻炼和课程，包括一些比较热门的工作室 Physique 57、YogaWorks、PureBarre 等。

当被问及该视频业务是否会保留成为长期、甚至是主营业务时，Lanman 说有可能，但可能性不大。坦率地说，我们已经进行了这个实验，兰曼说。，“当我们进行 ClassPass Live 时，客户说这是不可思议的高质量产品。这是一次很棒的经历。但是数字技术也很难复制现实世界的体验。气氛，沉浸感，社区感。”

他说，将来人们还是需要线下的健身工作室。

Lanman 表示：“我们作为平台公司的职责，并不是帮助客户做最佳选择。我们的工作是为合作伙伴提供选择，让他们可以选择如何通过线下，视频，音频，一对多，一对一等方式推销和策划不同的健身体验。然后，我们需要让用户选择他们想要的方式，在线下和线上之间自由分配时间和预算。”

除了推出 ClassPass 的直播视频锻炼产品外，该公司还推出了其他计划，在疫情期间为健身行业提供帮助。

第一个是合作伙伴救济基金，消费者可以直接在应用程序内向自己喜欢的工作室捐款。此外，ClassPass 将匹配所有捐款，最高可达 100 万美元。

该公司还通过 change.org 请愿计划，呼吁全球各国政府为健身企业提供即时财务援助，以及租金、贷款和税收减免。到目前为止，乔伊·冈萨雷斯（Joey Gonzalez-Barry’s Bootcamp 的 CEO），安迪·斯坦茨勒（Andy Stenzle-Rumble 的 CEO），特拉维斯·弗伦泽（Travis Frenzel-Flywheel Sports 的 CEO）等美国知名健身工作室的 CEO 都参与了请愿签名。
Classpass is an integrated fitness platform, which connects fitness users through cooperation with offline fitness studios. If you subscribe to classpass’s membership service, you can use points to exchange for cooperative fitness studio courses.
The company has set up a system. Since yesterday, each fitness studio that cooperates with classpass can launch their own courses on the platform, and independently set the price, date and duration of the courses. What classpass does is similar to keep’s online fitness schedule. Instead of building its own live platform, it cooperates with external live platforms to link and jump, such as instagram live, Facebook live, youtube, twitch, etc.
Fritz lanman, CEO of classpass, said that the company has completed a total of 500 million US dollars of financing successively, enough to cope with the epidemic. However, classpass’s success depends on the profitability of its 30000 offline fitness studios. Currently, affected by the epidemic, 90% of the studios in 30 countries have temporarily closed their stores.
With the launch of this product, these gyms have the opportunity to continue to provide real-time live broadcast to the market to meet the needs of users for home exercise. At the same time, the demand for family fitness is also surging.
Until June 1, classpass will not start to charge from the live courses. At present, 100% of the income of these live courses will be owned by the cooperative fitness studio.
In fact, this is not the first live show of classpass. The company launched the live video service classpass live in March 2018. At that time, classpass set up a complete live studio in Brooklyn and invested a huge amount of money to promote the business. Moreover, as the name implies, to use live content, users also need to pay to subscribe, and subscribers will get a heart rate detector, while users track their movement performance.
Later, due to the adjustment of the company’s business strategy, the priority of global expansion and enterprise business was raised, and the classpass live broadcast business of water trial was finally closed. However, a large number of fitness videos (including audio and video) generated at that time still remain on the app for users to exercise at home on demand.
Now, when fitness studios are closed, users can use these videos and audio for free when they log in to classpass app. For the fitness video content uploaded by the studio cooperating with the platform, classpass users need to use the points in the app to purchase these courses. Because of the persistence of the coronavirus, people have been staying at home, and the existing classpass users’ original points will be delayed.
So far, 500 studios have started to provide live fitness exercises and courses, including some of the more popular studios physique 57, yogaworks, purebarre, etc.
Asked if the video business will remain a long-term or even main business, lanman said it is possible, but unlikely. Frankly, we’ve done this experiment, lanman said. “When we do classpass live, customers say it’s an incredible high-quality product. It was a great experience. But digital technology is also hard to replicate the real world experience. Atmosphere, immersion, community. “
In the future, he said, people still need offline fitness studios.
“Our role as a platform company is not to help our customers make the best choice,” says lanman. Our job is to provide partners with choices about how to promote and plan different fitness experiences through offline, video, audio, one to many, one to one and so on. Then, we need to let users choose the way they want, and freely allocate time and budget offline and online. “
In addition to launching classpass’s live video exercise products, the company has launched other programs to help the fitness industry during the outbreak.
The first is the partner relief fund, where consumers can donate directly to their favorite studios in the app. In addition, classpass will match all donations up to $1 million.
Through the change.org petition program, the company also called on governments around the world to provide instant financial assistance to fitness companies, as well as rent, loan and tax relief. So far, CEOs of famous fitness studios in the United States, such as Joey Gonzalez Barry’s bootcamp, Andy stenzle ruble, Travis Frenzel flywheel sports, have all participated in the signing.